FMBE Awards 2023: Field Data Award
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Sponsored by Bowimi: The award was presented to CPM/ Suntory by Dan Ghadimi from technlogy and data insight provider, Bowimi
GOLD – CPM – Liquid – Suntory
This outstanding entry and campaign of the year candidate was quite simply an excellent demonstration of the value of data and insight from multiple sources, in a process CPM calls Liquid Methodology.
Within the Liquid Methodology process the CPM Suntory team uses CPM product Shopt to help dictate a plan blending virtual, digital and face to face store visits.
The entry showed how trial followed by roll-out had been deployed effectively for Suntory, giving our judges full insight into how greater ROI has been delivered at reduced cost for Suntory.
Tym Rees – Suntory CPM Controller testified:
“Over the years we have been working with CPM, we have seen numerous opportunities to reach our customers more effectively and the continuous service innovation has without doubt led to better activation outputs and improved ROI. The recent use of the Liquid Methodology used for our brand deployment in convenience is the best example of this yet. CPM really are a true extension to the Suntory Food and Beverage GB & I team”.
SILVER – Clear Box Retail – ClearView – Multiple Brands
Using ClearView, Clear Box has proven to be a key data and insight-led choice for field teams including grooming brand Edgewell and grocery brand Storck. The proprietary software is deployed to reach the root cause of any on shelf availability issues and Clear Box keeps field calls flexible so that the decisioning on any intervention is always led by the data.
Using this approach Clear Box has demonstrated some exceptional (though confidential) ROIs and it has been able to operate in the US for Kraft Heinz with just the same number crunching principles and success as it does in the UK and Ireland.
SILVER – Elevate Global – Pokémon
This pop-up store, commissioned by The Trade Group, at ExCeL London, was very forward thinking.
As with the other silver, this entry was unlucky to come up against the gold winner as from the outset the entry looked a gold winner, an incredible pop-up store with 800skus, driven by 104 staff who helped co-ordinate success backed up by Elevate Impact. Impact is the agency’s data system that tracked footfall, collected feedback and assessed ePOS data, all in real time so that the event could be tweaked and enhanced.
The Pokémon Center Pop Up Store achieved outstanding sales figures, totalling 90,093 products sold with a total sales value of £1.26 million. At peak it sold 9,200 products per hour.
BRONZE – FMI – Heineken
This entry formed the basis of FMI’s silver win in International Agency of the Year, and more detail will be provided there.
BRONZE Tactical Solutions – Reapp – Lindt
Tactical Solutions have become great champions of the data category in recent years and this entry echoed the trend seen elsewhere for the adoption of advance availability insight. For Lindt this was coupled with overcoming the availability challenges presented to the brand by HFSS legislation.
The entry was supported by impressive (but confidential) RSV data.
